Contemporary Advertising 14th Edition by William Arens ,Michael Weigold ,Christian Arens

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Obtaining a clear understanding of what your client wants from you and what you are prepared to do for your client is essential for a mutually satisfying relationship. From your end it is vital that you be clear about the finished product. In many classes this might be a plans book, which contains research, an advertising plan, media plan, and even some creative. In other classes you might not provide all of that. In either case, make sure your client knows what to expect. If previous classes have done campaign work for other clients, you might wish to show your client that work.
As important as it is that your client understand you, it is equally crucial that you understand your client's expectations. Recognize that some clients may not have a clear set of expectations at first; these may in fact evolve over time. Even in this instance, asking the right questions can get your client thinking about what they hope advertising will do for them.
Below you will find some questions that might prove useful for getting to know your client better. Dr. Debbie Treise, who regularly teaches advertising campaigns at the University of Florida, uses this form. Sending it to the client in advance of a meeting can make your first interaction more useful and informative.
Is the market local Regional National International?